A rock bounces twice off the highway and slams right into the windshield
of a sedan cruising down the road, leaving a bull’s-eye crack right in
front of the frustrated driver’s viewing area. A moment later, traffic
thickens and the now fuming driver slows to a crawl and then a dead stop.
After a moment of angrily banging on the steering wheel, the driver reaches
over, grabs his smartphone and quickly types “auto glass repair” into
the small Internet search bar. A short list of local auto glass shops
comes up. Which one does the driver choose? The one he can see in a glance—because
the website has been optimized for his mobile device.

This is only one potential scenario that is leading approximately 40-
to 50-percent of Internet searches to be made from mobile devices today,
and one very big reason your auto glass shop needs to optimize its site
to meet this market. Brian Sacks, president of Trackable Response in Owing
Mills, Md., offers that statistic from Google as evidence of the huge
role that mobile devices play in purchasing decisions today. Sacks, who
provides mobile marketing solutions to the automotive and aftermarket
industry, offers another bit of astounding evidence: according to Google,
more than 80 percent of those searches done on mobile devices are for
a local business—and more than 80 percent of those make a purchase within
24 hours. In other words, “These are buyers, not shoppers,” Sacks says.

For businesses such as auto glass repair or replacement shops, where
customers have an urgent need and are likely to make a call shortly after
the breakage occurs, it is particularly important today to cater to this
new phenomenon.

Getting Ahead
Is it important to have a website optimized for mobile devices today?
“It certainly depends on where the current traffic is coming from and
what that customer profile is,” says Josh Rosenfeld, marketing associate
for JN Philips Auto Glass in Woburn, Mass. “In our case, we do find that
customers who are searching for JN Phillips Auto Glass are doing so on
their mobile devices in increasingly higher numbers.”

Not a surprise, given Sacks’ numbers. What may be surprising, however,
is the fact that many glass shops may be paying for help on their website
placement—and getting less.

As Sacks explains, if your current website uses Flash, then it will not
appear on 60 percent of all mobile devices. “Right now, Apple controls
about 60 percent of the market, and [site visitors] will just come up
with a blank screen since Apple doesn’t support flash,” Sacks says.

More troubling yet is that sites that haven’t been optimized for mobile
devices are being placed at the bottom of Google searches, no matter how
well they have been prepared for search engine optimization (SEO). “In
September 2011, Google came out with a ‘Google edict,’ if you will. What
they said was that if your site is not mobile optimized—and there’s some
debate on what that means—then they will actually charge you more for
pay per click and push you lower in the rankings,” Sacks says.

Why? “Google is all about recency and relevancy. If I’m searching for
a windshield replacement company on my phone and they are not mobile optimized,
then really they’re irrelevant, because I can’t see it and I can’t connect
with it.” Sacks adds, “The whole world right now is very slow to adapt
to mobile websites, but I see lots of shop owners and glass repair companies
spending a lot of money on SEO. They’re paying companies hundreds to thousands
of dollars each month to be seen on Google, and they are, in effect, paying
more and not being found. And if they are being found, they’re not easy
to connect to, so it really is irrelevant.”

In other words, companies that have been in business for generations
will be losing business to brand new companies such as Clarity Auto Glass
in Kansas City, Mo. When Kevin Dvorak opened this auto glass business
this May, one of his first steps was to create a website—that was automatically
optimized for mobile.

“Everybody Googles everything nowadays so it was just a no-brainer for
me [to build a website],” Dvorak says. “The mobile version I didn’t even
plan on, but when I made the website through Weebly [a free tool for building
websites], it asked me if I wanted a mobile site as well and added it
automatically.”

Landing Without Scrolling
When Dvorak set out to optimize his mobile site, he included only the
bare minimum on his landing page. There’s no need to expand the size of
the text to make it visible on a tiny screen; there’s no side-to-side
scrolling or tilting of the device. His site includes a brief description
promising fast service, immediately followed by a coupon offer for Facebook
followers. After the coupon, Dvorak’s site features a button allowing
visitors to contact the company for a quote, a bulleted list of highlights
of the company’s experience, operating hours and a phone number. Short,
sweet and to the point.

If you’re laughing to yourself, thinking consumers online need lots
of links to get a full picture of how your company beats the competition,
you’re right for the web and wrong for the smartphone.

“Really a mobile website needs to be thought of differently than a [desktop]
website because the consumer’s behavior is different, and that’s actually
very good news,” Sacks says. “While on a website you’re trying to put
as much in there as possible; on a mobile website you want to put as little
in there as possible.”

As Sacks elaborates, “The behavior of a consumer on the phone is that
of someone who is going to purchase, which is good news. The person who
is looking online [i.e. your desktop] typically has the benefit of shopping,
because it’s easy to go from place to place. However, people on smartphones
typically have an urgent need and they’re looking for the first company
they can connect with. So the first thing really to do is find out what
their needs are.”

Can you guess what the need might be of the frustrated consumer who just
wants his windshield fixed as quickly as possible? “The number one thing
is ‘click to call’ or directions,” Sacks says. “Those are the really key
ingredients.”

That’s virtually all the information JN Philips Auto Glass uses on its
mobile site. Rosenfeld was part of the team that worked with an outside
vendor to develop the company’s “m.” website in 2010. The simple site
easily allows visitors to set up an appointment, locate a shop or track
the status of their appointment. If the consumer needs more information,
“about us” and “contact us” links are listed at the bottom of the page,
but the site was designed so that no scrolling is necessary.

Just the Stats
Rosenfeld points out that, despite his company’s simplistic mobile landing
page, there is lots going on behind the scenes. “We track various metrics
such as ‘visits,’ and which pages were visited. We also can break down
the numbers to what type of device was used,” he explains.

Having good data is critical in deciding where to allocate resources.
“Collect and track as much current data as possible to help make an informed
decision on an investment such as this,” Rosenfeld advises other auto
glass shop owners.

Sacks notes, “Really, anyone can build a mobile website.” However, it
can be challenging for the layperson to add analytics that will allow
them later to see from where their leads are coming, and that’s where
it can be helpful to call in a professional.

Before doing so, it may be helpful to take a second look at your SEO
rankings. If you’re paying for a spot hidden somewhere on Google’s second
or third page of results, it may be time to call in a mobile pro. “Given
the fact that for many people in business right now things are challenging,
it might be to their benefit to reallocate their advertising spending:
get rid of what’s not working and try what it is,” Sacks says.

A Simple Way to Boost Business
Speaking of what’s working, Sacks points to another area where good intentions
may be missing the mark.

“One of the big mistakes I see is lots of companies that are using ads
with a QR code. They see the value of it—but have no understanding of
what it is. You scan the QR and it takes people to a non-mobilized site.”
That’s right—no one is going to be reading a lengthy sales pitch on a
three-inch screen. If it’s connected to mobile, keep it simple.

And, as Sacks points out, more and more Internet searches will be connected
to mobile devices. “Last year was the first year that more mobile devices
were sold than laptops and desktops combined,” he says. He adds, “The
‘mobile web’ is being adapted a lot faster than the Internet was, so it’s
likely that in the next year or two everyone [with a cellular phone] will
have a smartphone. Apple is giving away free iPhone3s for two years of
service.”

The great news for auto glass shops, however, is that developing a mobile-optimized
site can be simple to do but can bring a big boost to business.

“I think most people are unaware of the importance of it,” Sacks says.
“It’s actually one of the few places where an independent is able to compete
with a Safelite. They’re not going to be able to compete in ads, radio,
TV, and so forth, but here is a place they can compete.”

Do I Need an App for That?
There are actually three components to mobile marketing, according to
Brian Sacks, president of Trackable Response in Owing Mills, Md. The components
are: mobile websites (see page 28), mobile applications (or apps) and
text messaging. As Sacks points out, “They’re all a little bit different.”

Mobile websites are geared toward general searches from consumers. Mobile
apps, on the other hand, are primarily used for customer loyalty.

“I’ve had a lot of shop owners ask ‘should I get a mobile app,’ and the
answer is ‘maybe,’” Sacks says. As he explains, “No one is going into
the app store and looking for windshield repair or replacement or board-up
or anything.” Instead, where apps comes into play are when a relationship
has already been established between the company providing a service and
the consumer. By way of example, Sacks says, “If I am an auto repair shop
and someone comes in with blown-out tires and a cracked windshield, it
would be useful for me to have your app on my phone, instead of having
to fish around for your business card.” With an app, that auto repair
shop owner has simply to click a button to instantly get in touch with
his preferred auto glass repair company.

“It’s really for ongoing relationships and branding, rather than for
the general consumer searching,” Sacks says.

While text messaging can be a useful tool for established customers as
well, Sacks is still exploring its usefulness for the auto glass industry.
“In the automotive industry … we can send you a text message when your
car is ready. We have a number of [auto shops] we work with, where we
send out an appointment reminder with a coupon, but I’m not sure how that
applies here.”

Plenty of auto glass supply companies see the value of an app. Read on
for just a few examples of how your suppliers are hoping to help you with
new tools.

Swarf-Busting Questions? Get the App
For automotive glass fabricators, SwarfBuster is the new universal mobile
app that allows all mobile devices to connect easily to the grinding/polishing
coolant supplier’s website. Users can either download the app directly
from Android’s “Play Store” or easily place a bookmark on their Apple
devices via the company’s homepage. The goal for this company is to allow
those who need them to reach them anywhere, anytime, on any device.www.swarfbuster.com

Omega Glass Gives Repair Techs Its EDI App
The windshield repair industry professionals who created the new Omega
Glass app set out to check off all of the items on their software management
wish list. The result is a new app able to run an auto glass repair business
from start to finish from any mobile device. The EDI app invoicing software
for rock chip repair includes a full-featured EDI, time clock, electronic
signature capture and an advanced management dashboard.

From a tablet or smartphone, a windshield repair technician can create
a work order, get approval, validate vehicle information via a VIN decoder,
obtain the customer’s signature, and EDI an invoice from the field. Techs
can generate an invoice by filling out a simple web form. The VIN check
feature automatically generates a car’s make, model, year and other data,
automatically reducing many of the most common reasons for insurance rejection.
From a tablet, the customer can actually sign the invoice and automatically
receive a receipt in their email.

According to company representatives, the app helps simplify the process
of working with insurance companies, and includes 99 percent of insurance
companies in its database. On the backend, the software integrates with
Quickbooks or can export reports to Microsoft Excel. Already in the pipeline
for the next update are new features such as a GPS timecard to help track
techs in the field, a VIN barcode scanner and a place to upload before
and after repair photos.www.omegaedi.com

Sika Product Finder App Available at Apple Store
The new Sika product finder from Sika Corp. is now available in the Apple
Store. The app has been designed for both iPhones and iPads. To download,
access the iTunes/App store on a mobile device and search for the “Sika
Product Finder.” The application is compatible with iPhone 3GS, iPhone
4, iPhone 4S, iPod touch (3rd generation), iPod touch (4th generation)
and iPad. Requires iOS 4.0 or later. Further information, like Product
or Material Safety Data Sheets, can be accessed as well.www.sikausa.com

Safelite Introduces Apps
Safelite AutoGlass has launched apps for both iPhone and Android smartphones.
The apps allow customers to assess damage and schedule an appointment,
and cover four types of damage: chipped windshield, cracked windshield,
broken sidelite and broken backlite. They also help customers assess the
damage and find out what work needs to be done to fix the glass. The customer
can find a Safelite AutoGlass location by entering a city name or zip
code, or the app will use their current location and automatically provide
the details of the nearest Safelite facility.www.safelite.com

Insta Etch Simplifies Etch Process
The Insta etch2000 series of glass stencil printer systems was designed
to make it easy to permanently etch auto glass while in the field—and
now designing a custom mark to any glass from a Droid or Blackberry is
simplified through the company’s line of apps.

The mobile apps give a mobile glass technician the ability to scan, verify
and precisely mark VINs, logos and glass shop information to any glass
directly from their smartphone and Bluetooth Insta Etch printer. According
to information provided by Insta Etch, adding this etching service to
a business requires little setup or training.www.instaetch.com

An App for Automating Technicians’ Regular Processes
GlasPacLX from GTS has been upgraded to offer a new level of flexibility:
LX-Mobile for Android. This app for tablets or smartphones automates technician
processes and eliminates inefficiencies in the automotive replacement
industry.

According to the information from the company, automotive replacement
glass retailers can equip their mobile technicians with tools to manage
the work order loop, preventing double data entry, an excess of paperwork
and phone calls and wasting money on manual processes.

The new tool replaces inefficient paper-based processes. LX-Mobile was
designed to increase same-day invoicing by speeding up the payment process
with electronic signature capture and credit card processing in the field.
It navigates technicians through the job to ensure all the right information
(Auto Glass Safety Council requirements, billing information, VIN, etc.)
is captured right the first time. Seamless, real-time integration with
GlasPacLX makes order processing more effective and enables job-by-job
tracking.

No more need to print a work order for technicians before they leave
for the jobsite; the mobile app lets shop owners dispatch jobs directly
from GlasPacLX Scheduler to the technician’s mobile device; users also
can notify technicians immediately of job add-ons or schedule changes
and map routes and provide directions using Google Maps.www.gtsservices.com

8 Components of Mobile Optimization
Ready to “go mobile” all over again? Brian Sacks, president of Trackable
Response in Owing Mills, Md., says that there eight key components of
a site that has been optimized effectively for mobile devices.
1. It must load quickly; people are not going to wait.
2. It must be able to be seen without scrolling or zooming.
3. It must never be a shrunken version of your current site.
4. It must have only the most important information on it that the person
searching it needs.
5. It must allow visitors to get in touch with you with one click.
6. It must allow visitors to get driving directions directly on their
phone.
7. It must be easy to navigate. 8. It must have a m. domain … or maybe
a .mobi address. “There’s some debate on this,” Sacks says. “Google has
come out and said that they prefer that you have an m. domain, which would
be your mobile site. They’ve also said they prefer you have a .mobi address—so
they don’t know what they’re talking about.” Talk to your designer about
ways to satisfy Google’s requirements as several options are available.